Top Ingredients Beauty Brands Are Investing in Now

By Elena Strauss, Product Innovation | International Institute of Beauty

In an industry driven by performance, sustainability, and tech forward consumers, beauty brands are increasingly turning to advanced, science backed ingredients that promise more than just a quick fix. The modern beauty aisle is becoming a lab bench, filled with potent actives, bioengineered breakthroughs, and planet conscious formulations.

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But what exactly is inside these next gen jars and serums? Here, we delve into the ingredients that are getting serious attention (and investment) from beauty brands in 2025, and why they matter.

1. Postbiotic Complexes

You’ve heard of prebiotics and probiotics, now postbiotics are having their moment. These are the by products of probiotic fermentation, such as peptides, enzymes, and acids, which help regulate the skin’s microbiome and reinforce its natural barrier.

Brands are investing in postbiotic powered serums and moisturisers to address concerns like sensitivity, inflammation, and acne. With microbiome health becoming a pillar of skin science, postbiotics offer precision without irritation.

Why it’s trend savvy: Postbiotics deliver bio available actives without needing living cultures, making formulations more stable and shelf friendly.

2. Vegan Collagen and Collagen Boosters

Collagen remains the gold standard in anti ageing, but ethical consumers are pushing brands to find animal free alternatives. Enter: vegan collagen, lab grown or plant stimulated peptides that mimic traditional collagen’s effects.

We’re also seeing a surge in collagen boosters like bakuchiol (a plant based retinol alternative), peptides, and vitamin C esters, which stimulate the skin to produce its own collagen naturally.

Why it’s futuristic: Biotechnology now allows us to engineer collagen analogues without animal sourcing, a huge leap for cruelty free innovation.

3. Upcycled Botanicals

Waste is out. Circular beauty is in. From leftover coffee grounds to olive leaf extract, upcycled ingredients are being transformed into high performance skincare actives.

British and European brands in particular are partnering with local agriculture and food industries to harvest actives that would otherwise go to landfill, think grape seed polyphenols from wine production or fruit enzyme extracts from juice pulp.

Why it’s analytical: These ingredients are not only sustainable but are also proving to be antioxidant rich and effective, a win win for conscious consumers.

4. Neurocosmetic Actives

Beauty is no longer just skin deep. Neurocosmetics are ingredients that work on the skin’s nerve endings to influence mood, comfort, or inflammation. One rising star? Cannabidiol (CBD) derivatives, which help soothe sensitive skin while promoting a sense of calm.

Another cutting edge player is acetyl hexapeptide 8, nicknamed "botox in a jar", which communicates with facial muscles to reduce expression lines.

Why it’s trend savvy: The rise of psychodermatology (skin mind connection) is ushering in a new era of mood based skincare.

5. Synthetic Growth Factors

Originally used in wound healing, growth factors are proteins that help repair and regenerate skin tissue. Now, biotech labs are creating synthetic versions that avoid ethical concerns tied to human or animal derived sources.

These proteins can help with wrinkle repair, elasticity loss, and skin recovery, and are increasingly found in premium anti ageing formulas.

Why it’s analytical: Clinical studies back their efficacy, and lab based production ensures consistency, safety, and ethical sourcing.

6. Blue Biotechnology Extracts

Derived from marine organisms like algae, kelp, and plankton, blue biotech ingredients are emerging as potent skin hydrators, antioxidants, and UV protectants.

French and Korean beauty brands are leading the charge, investing in deep sea actives such as spirulina extract, red algae polysaccharides, and marine ferment filtrates.

Why it’s futuristic: The ocean remains one of the least explored, yet most promising, frontiers for beauty innovation.

7. Encapsulated Actives

Ingredient delivery matters as much as the ingredient itself. That’s why beauty R&D is pouring into encapsulation technology, where actives like retinol, niacinamide, or hyaluronic acid are delivered via microcapsules that burst upon application.

This method helps with stability, penetration, and time release benefits, especially important for ingredients that are traditionally unstable or irritating.

Why it’s tech forward: Encapsulation allows for high performance results without compromising on user comfort or formula longevity.

8. Adaptive Pigments

In the colour cosmetics world, adaptive pigments that change based on skin pH or tone are reshaping how we think about customisation. Foundations, blushes, and lip tints are using smart pigment tech to create products that truly match each wearer in real time.

Why it’s innovation driven: AI isn’t the only customisation game, smart pigments bring hyper personalisation straight to your makeup bag, no algorithm required.

Final Word from the Institute

From biotech breakthroughs to waste conscious actives, today’s ingredient innovations reflect a broader industry shift: beauty that is smarter, more ethical, and engineered for real results. For brands, the investment in these ingredients isn’t just trend chasing, it’s future proofing.

And for consumers? Expect skincare and cosmetics that are cleaner, more effective, and made with a scientific eye towards both performance and the planet.